Using AI for a new-fashioned museums’ positioning. An analysis of Gen Z experience expectations

In the actual museum context, Artificial Intelligence has the potential to enhance the museum experience by making it more relevant to contemporary audiences. In a context where individuals seek meaning and purpose in cultural experiences, museums can offer unique connections through meaningful interactions. Artificial intelligence has the potential to enhance the museum experience by making museums more engaging, inclusive, and relevant to contemporary audiences. This study, with the support of the literature and by means of a regression model, analyses if and how hedonic motivation (Hp1), social influence (Hp2), and anthropomorphism (Hp3) are related to Generation Z' expectancy towards AI-based museum experiences. The results suggest that young individuals who have a hedonic motivation to use AI are those who are more likely to expect an enhancement of the experience related to the visit to a museum in the presence of AI devices, not only in terms of fun associated with the visit but also in terms of customization of the experience, providing valuable insights for a purposeful museums positioning.